Campaign Strategy - Conceptualisation - Creative Direction - Art Direction - Production

Mobile Refresh Campaign

EE’s Got You.

I was briefed to bring EE’s mobile proposition to life through a cross-channel campaign that could flex across all five of their key customer segments: No Dependents, Empty Nesters, Invested Parents, Young Adults, and Senior Independents. The challenge was to create a consistent yet adaptable campaign that resonated with each audience authentically.

We began with in-depth research, uncovering insights into how different customers use their mobiles, the features they care about most, and the life moments when connectivity is crucial. From this, we developed a two-tier campaign strategy:

• Overarching level: anchored by the line “We Got You”, conveying reliability and reassurance.

• Customer-focused level: tailored messaging and creative that brought each customer type and their real-life mobile use cases to the forefront.

Creatively, I wanted the campaign to feel lifestyle-led, putting people and their everyday needs at the heart of the story. I organised and art-directed a multi-layered photoshoot across the UK and abroad, capturing authentic moments that represented each audience from roaming abroad to protecting children online.

By pairing this photography with bold headlines and tailored messaging, we delivered a far-reaching, flexible campaign that translated seamlessly across multiple channels while speaking directly to each customer group.